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Careers Microsite
Careers Microsite
Careers
Microsite
Role: Lead UX/UI Designer
Duration: Jan - Jun 2023 (6 months)
Tools: Figma, Userlytics, Fable, Adobe Illustrator
Role: Lead UX/UI Designer
Duration: Jan - Jun 2023 (6 months)
Tools: Figma, Userlytics, Fable, Adobe Illustrator
Role: Lead UX/UI Designer
Duration: Jan - Jun 2023 (6 months)
Tools: Figma, Userlytics, Fable, Adobe Illustrator
Porter Airlines is a Canadian carrier known for its refined economy experience and friendly, boutique-style service. As Porter Airlines expanded rapidly post-pandemic, the original Careers page didn’t reflect the company’s new growth and hiring needs. As the lead designer, I drove the vision and end-to-end design of the new Careers Hub, shaping its structure, guiding content, advising on accessibility and visual direction, and leading stakeholder alignment across people & culture, marketing, and our external development partner. We transformed a basic listings page into a confidence-building, content-rich multi-page microsite that celebrates culture, supports applicants, and attracts top talent.
Porter Airlines is a Canadian carrier known for its refined economy experience and friendly, boutique-style service. As Porter Airlines expanded rapidly post-pandemic, the original Careers page didn’t reflect the company’s new growth and hiring needs. As the lead designer, I drove the vision and end-to-end design of the new Careers Hub, shaping its structure, guiding content, advising on accessibility and visual direction, and leading stakeholder alignment across people & culture, marketing, and our external development partner. We transformed a basic listings page into a confidence-building, content-rich multi-page microsite that celebrates culture, supports applicants, and attracts top talent.
Porter Airlines is a Canadian carrier known for its refined economy experience and friendly, boutique-style service. As Porter Airlines expanded rapidly post-pandemic, the original Careers page didn’t reflect the company’s new growth and hiring needs. As the lead designer, I drove the vision and end-to-end design of the new Careers Hub, shaping its structure, guiding content, advising on accessibility and visual direction, and leading stakeholder alignment across people & culture, marketing, and our external development partner. We transformed a basic listings page into a confidence-building, content-rich multi-page microsite that celebrates culture, supports applicants, and attracts top talent.
PROBLEM
PROBLEM
PROBLEM
A company can only grow as fast as it can hire
A company can only grow as fast as it can hire
A company can only grow as fast as it can hire
When Porter returned to service in 2021, it was expanding quickly. The original Careers page listed available jobs but offered little insight into culture, growth, or values, making it hard for applicants to feel confident or inspired, especially in a post-COVID job market. Our key goal was to support large-scale hiring with a site that inspires and attracts talent, communicates credibility, and reflects Porter's culture.
When Porter returned to service in 2021, it was expanding quickly. The original Careers page listed available jobs but offered little insight into culture, growth, or values, making it hard for applicants to feel confident or inspired, especially in a post-COVID job market. Our key goal was to support large-scale hiring with a site that inspires and attracts talent, communicates credibility, and reflects Porter's culture.
When Porter returned to service in 2021, it was expanding quickly. The original Careers page listed available jobs but offered little insight into culture, growth, or values, making it hard for applicants to feel confident or inspired, especially in a post-COVID job market. Our key goal was to support large-scale hiring with a site that inspires and attracts talent, communicates credibility, and reflects Porter's culture.
OUTCOME
OUTCOME
OUTCOME
Big wins
Big wins
Big wins
Accessible, content-rich pages: Delivered five new pages plus one updated flow, all meeting WCAG 2.2 standards, ensuring an inclusive experience for all candidates.
Improved applicant journey: Clear content hierarchy and calls-to-action made the site easier to navigate, helping candidates find information and apply with confidence.
Built trust in Porter: Transparent design communicated company stability and people-first values, reassuring applicants about the organization.
Memorable brand experience: Bold typography, playful patterns, and intimate photography reflected Porter’s warmth and humanized the brand, resonating with crew culture.
Stakeholder alignment & leadership: Led presentations and reviews, keeping stakeholders aligned on design goals and business objectives throughout the project.
Accessible, content-rich pages: Delivered five new pages plus one updated flow, all meeting WCAG 2.2 standards, ensuring an inclusive experience for all candidates.
Improved applicant journey: Clear content hierarchy and calls-to-action made the site easier to navigate, helping candidates find information and apply with confidence.
Built trust in Porter: Transparent design communicated company stability and people-first values, reassuring applicants about the organization.
Memorable brand experience: Bold typography, playful patterns, and intimate photography reflected Porter’s warmth and humanized the brand, resonating with crew culture.
Stakeholder alignment & leadership: Led presentations and reviews, keeping stakeholders aligned on design goals and business objectives throughout the project.
Accessible, content-rich pages: Delivered five new pages plus one updated flow, all meeting WCAG 2.2 standards, ensuring an inclusive experience for all candidates.
Improved applicant journey: Clear content hierarchy and calls-to-action made the site easier to navigate, helping candidates find information and apply with confidence.
Built trust in Porter: Transparent design communicated company stability and people-first values, reassuring applicants about the organization.
Memorable brand experience: Bold typography, playful patterns, and intimate photography reflected Porter’s warmth and humanized the brand, resonating with crew culture.
Stakeholder alignment & leadership: Led presentations and reviews, keeping stakeholders aligned on design goals and business objectives throughout the project.
RESEARCH & INSIGHTS
RESEARCH & INSIGHTS
RESEARCH & INSIGHTS
Stakeholder insights
Stakeholder insights
Stakeholder insights
I led an empathy-mapping workshop with the People & Culture team to understand how applicants feel during their job search and Porter's job market perception. A major insight emerged: despite hearing positive things about Porter’s growth, candidates felt unsure about the benefits and culture. Addressing this clarity gap would help us target this hesitation in applying.
I led an empathy-mapping workshop with the People & Culture team to understand how applicants feel during their job search and Porter's job market perception. A major insight emerged: despite hearing positive things about Porter’s growth, candidates felt unsure about the benefits and culture. Addressing this clarity gap would help us target this hesitation in applying.
I led an empathy-mapping workshop with the People & Culture team to understand how applicants feel during their job search and Porter's job market perception. A major insight emerged: despite hearing positive things about Porter’s growth, candidates felt unsure about the benefits and culture. Addressing this clarity gap would help us target this hesitation in applying.
Diving in
Diving in
Diving in
Working with our User Researcher, we ran an unmoderated Userlytics test with six recent job seekers to understand how candidates make decisions, how they use a company’s careers site, and what content they value most. Findings revealed a sense of frustration with the job search process, and four key themes emerged:
Working with our User Researcher, we ran an unmoderated Userlytics test with six recent job seekers to understand how candidates make decisions, how they use a company’s careers site, and what content they value most. Findings revealed a sense of frustration with the job search process, and four key themes emerged:
Working with our User Researcher, we ran an unmoderated Userlytics test with six recent job seekers to understand how candidates make decisions, how they use a company’s careers site, and what content they value most. Findings revealed a sense of frustration with the job search process, and four key themes emerged:
Desire to visit the company’s career page early on in their job hunt
Desire to visit the company’s career page early on in their job hunt
Desire to visit the company’s career page early on in their job hunt
Get a “feel” for the culture and vibe of the company
Get a “feel” for the culture and vibe of the company
Get a “feel” for the culture and vibe of the company
Seek clarity on job roles and how they fit into the company
Seek clarity on job roles and how they fit into the company
Seek clarity on job roles and how they fit into the company
Motivated by content about career growth, pay, and benefits
Motivated by content about career growth, pay, and benefits
Motivated by content about career growth, pay, and benefits
WITH THESE IN MIND, I WONDERED…
WITH THESE IN MIND, I WONDERED…
WITH THESE IN MIND, I WONDERED…
How might we,
help users ease their uncertainty during their job hunt and feel excited about growing their career at Porter Airlines?
How might we,
help users ease their uncertainty during their job hunt and feel excited about growing their career at Porter Airlines?
How might we,
help users ease their uncertainty during their job hunt and feel excited about growing their career at Porter Airlines?
Competitor analysis
Competitor analysis
Because the Careers Hub had a different purpose than our passenger-facing pages, I ran a competitor analysis to see how other airlines, tech companies, and design-forward brands showcase culture, support job discovery, and keep applicants engaged. Reviewing examples from Air Canada to Google to Airbnb helped shape the structure and tone of our Careers Hub, grounding it in clarity, authenticity, and excitement.
Because the Careers Hub had a different purpose than our passenger-facing pages, I ran a competitor analysis to see how other airlines, tech companies, and design-forward brands showcase culture, support job discovery, and keep applicants engaged. Reviewing examples from Air Canada to Google to Airbnb helped shape the structure and tone of our Careers Hub, grounding it in clarity, authenticity, and excitement.
STRATEGY
STRATEGY
STRATEGY
A collective brilliance
A collective brilliance
A collective brilliance
To begin answering our How Might We, I synthesized stakeholder input, user insights, and empathy-mapping findings. I then led an affinity-mapping and card-sorting session with the design team to explore which content and features would be most useful to applicants. Grouping these ideas into themes helped define the initial information architecture and shape the core microsite pages.
To begin answering our How Might We, I synthesized stakeholder input, user insights, and empathy-mapping findings. I then led an affinity-mapping and card-sorting session with the design team to explore which content and features would be most useful to applicants. Grouping these ideas into themes helped define the initial information architecture and shape the core microsite pages.
To begin answering our How Might We, I synthesized stakeholder input, user insights, and empathy-mapping findings. I then led an affinity-mapping and card-sorting session with the design team to explore which content and features would be most useful to applicants. Grouping these ideas into themes helped define the initial information architecture and shape the core microsite pages.
Building a consensus
Building a consensus
Building a consensus
I created iterative sitemaps that established the microsite’s hierarchy, taxonomy, and required page templates. This birds-eye view ensured modularity and flexibility from wireframes through launch.
Three key decisions shaped the structure:
Separate Culture & Values and DEI into their own pages, while keeping job discovery and team overviews on the homepage to ensure we could highlight diversity initiatives and team overviews were reviewed by all.
Prioritize four core pages for launch: Home, Culture & Values, Life at Porter, and Diversity & Inclusion, with a dedicated “Teams” or “Pilots” page planned for a future release.
Build custom pages instead of using our third-party developer’s components to ensure the experience met Porter’s brand standards and felt like a true extension of the main site, even if it required a longer build.
I created iterative sitemaps that established the microsite’s hierarchy, taxonomy, and required page templates. This birds-eye view ensured modularity and flexibility from wireframes through launch.
Three key decisions shaped the structure:
Separate Culture & Values and DEI into their own pages, while keeping job discovery and team overviews on the homepage to ensure we could highlight diversity initiatives and team overviews were reviewed by all.
Prioritize four core pages for launch: Home, Culture & Values, Life at Porter, and Diversity & Inclusion, with a dedicated “Teams” or “Pilots” page planned for a future release.
Build custom pages instead of using our third-party developer’s components to ensure the experience met Porter’s brand standards and felt like a true extension of the main site, even if it required a longer build.
I created iterative sitemaps that established the microsite’s hierarchy, taxonomy, and required page templates. This birds-eye view ensured modularity and flexibility from wireframes through launch.
Three key decisions shaped the structure:
Separate Culture & Values and DEI into their own pages, while keeping job discovery and team overviews on the homepage to ensure we could highlight diversity initiatives and team overviews were reviewed by all.
Prioritize four core pages for launch: Home, Culture & Values, Life at Porter, and Diversity & Inclusion, with a dedicated “Teams” or “Pilots” page planned for a future release.
Build custom pages instead of using our third-party developer’s components to ensure the experience met Porter’s brand standards and felt like a true extension of the main site, even if it required a longer build.
IDEATION & DESIGN
IDEATION & DESIGN
IDEATION & DESIGN
Early concepts
Early concepts
Early concepts
I created low-fidelity wireframes for four core pages, focusing on easy access to job postings, showcasing awards and figures to build applicant confidence, and offering a glimpse into Porter’s values, culture, and benefits. These wireframes were shared early with stakeholders and the development team to align on page structure before visual design or iterations.
I created low-fidelity wireframes for four core pages, focusing on easy access to job postings, showcasing awards and figures to build applicant confidence, and offering a glimpse into Porter’s values, culture, and benefits. These wireframes were shared early with stakeholders and the development team to align on page structure before visual design or iterations.
I created low-fidelity wireframes for four core pages, focusing on easy access to job postings, showcasing awards and figures to build applicant confidence, and offering a glimpse into Porter’s values, culture, and benefits. These wireframes were shared early with stakeholders and the development team to align on page structure before visual design or iterations.
Mid-fi explorations
Mid-fi explorations
Mid-fi explorations
During mid-fi explorations, I refined each section individually, working closely with our Content Writer to shape messaging and test different tones and layouts. I explored multiple variations per section, balancing hierarchy and clarity with input from our UI designer. This made it easier to assemble each page intentionally, like a puzzle. Ongoing feedback from People & Culture and the design team helped turn these explorations into cohesive, engaging flows.
During mid-fi explorations, I refined each section individually, working closely with our Content Writer to shape messaging and test different tones and layouts. I explored multiple variations per section, balancing hierarchy and clarity with input from our UI designer. This made it easier to assemble each page intentionally, like a puzzle. Ongoing feedback from People & Culture and the design team helped turn these explorations into cohesive, engaging flows.
During mid-fi explorations, I refined each section individually, working closely with our Content Writer to shape messaging and test different tones and layouts. I explored multiple variations per section, balancing hierarchy and clarity with input from our UI designer. This made it easier to assemble each page intentionally, like a puzzle. Ongoing feedback from People & Culture and the design team helped turn these explorations into cohesive, engaging flows.
Visuals rooted in trust & authenticity
Visuals rooted in trust & authenticity
Visuals rooted in trust & authenticity
Though part of the Porter brand, the Careers Hub had a distinct goal: building trust and confidence for job seekers rather than inspiring travel. I developed a tailored brand direction using playful UI shapes to echo Porter without overusing illustration, vibrant candid imagery of team members to create a welcoming tone, and behind-the-scenes artifacts reflecting crew culture. This visual plan was shared early with content, UI, marketing, and People & Culture teams to align on tone and messaging, guiding consistent design decisions throughout the project.
Though part of the Porter brand, the Careers Hub had a distinct goal: building trust and confidence for job seekers rather than inspiring travel. I developed a tailored brand direction using playful UI shapes to echo Porter without overusing illustration, vibrant candid imagery of team members to create a welcoming tone, and behind-the-scenes artifacts reflecting crew culture. This visual plan was shared early with content, UI, marketing, and People & Culture teams to align on tone and messaging, guiding consistent design decisions throughout the project.
Though part of the Porter brand, the Careers Hub had a distinct goal: building trust and confidence for job seekers rather than inspiring travel. I developed a tailored brand direction using playful UI shapes to echo Porter without overusing illustration, vibrant candid imagery of team members to create a welcoming tone, and behind-the-scenes artifacts reflecting crew culture. This visual plan was shared early with content, UI, marketing, and People & Culture teams to align on tone and messaging, guiding consistent design decisions throughout the project.
VALIDATION
VALIDATION
VALIDATION
Grounding our designs
Grounding our designs
Grounding our designs
We conducted moderated usability tests and interviews with recent Porter hires to evaluate how well the careers site communicated culture, values, and benefits. Participants rated the site 4/5 across desktop and mobile, noting clarity, structure, and confidence in Porter as an employer. Two research rounds identified seven key friction points, most of which were resolved by round two, guiding iterative refinements to content and design that ensured the final experience informed and inspired applicants.
We conducted moderated usability tests and interviews with recent Porter hires to evaluate how well the careers site communicated culture, values, and benefits. Participants rated the site 4/5 across desktop and mobile, noting clarity, structure, and confidence in Porter as an employer. Two research rounds identified seven key friction points, most of which were resolved by round two, guiding iterative refinements to content and design that ensured the final experience informed and inspired applicants.
We conducted moderated usability tests and interviews with recent Porter hires to evaluate how well the careers site communicated culture, values, and benefits. Participants rated the site 4/5 across desktop and mobile, noting clarity, structure, and confidence in Porter as an employer. Two research rounds identified seven key friction points, most of which were resolved by round two, guiding iterative refinements to content and design that ensured the final experience informed and inspired applicants.
Adaptive design
Adaptive design
Adaptive design
To ensure a seamless experience, here are some specific ways I designed for smaller screens:
Sticky headers on-scroll-up to keep navigation accessible while keeping the focus on the page
Appropriate scaling without breaking + optimized mobile-specific assets such as collages and illustrations
Ensured tap-friendly alternatives with comfortable touch targets
Modified desktop-heavy interactions with carousels to avoid long scrolls while still keeping content accessible
To ensure a seamless experience, here are some specific ways I designed for smaller screens:
Sticky headers on-scroll-up to keep navigation accessible while keeping the focus on the page
Appropriate scaling without breaking + optimized mobile-specific assets such as collages and illustrations
Ensured tap-friendly alternatives with comfortable touch targets
Modified desktop-heavy interactions with carousels to avoid long scrolls while still keeping content accessible
To ensure a seamless experience, here are some specific ways I designed for smaller screens:
Sticky headers on-scroll-up to keep navigation accessible while keeping the focus on the page
Appropriate scaling without breaking + optimized mobile-specific assets such as collages and illustrations
Ensured tap-friendly alternatives with comfortable touch targets
Modified desktop-heavy interactions with carousels to avoid long scrolls while still keeping content accessible
Accessibility tweaks
Accessibility tweaks
Accessibility tweaks
Worked closely with our accessibility specialist, Alexandria Yeung to ensure WCAG 2.2 compliance by testing designs with 10 participants and three moderated Fable interviews. While users appreciated the welcoming tone and clean design, we saw a slight difference in usability between sighted and non-sighted participants. Key accessibility updates included improving contrast, adding ARIA labels and consistent tabbing, and using semantic HTML to support screen readers.
Worked closely with our accessibility specialist, Alexandria Yeung to ensure WCAG 2.2 compliance by testing designs with 10 participants and three moderated Fable interviews. While users appreciated the welcoming tone and clean design, we saw a slight difference in usability between sighted and non-sighted participants. Key accessibility updates included improving contrast, adding ARIA labels and consistent tabbing, and using semantic HTML to support screen readers.
Worked closely with our accessibility specialist, Alexandria Yeung to ensure WCAG 2.2 compliance by testing designs with 10 participants and three moderated Fable interviews. While users appreciated the welcoming tone and clean design, we saw a slight difference in usability between sighted and non-sighted participants. Key accessibility updates included improving contrast, adding ARIA labels and consistent tabbing, and using semantic HTML to support screen readers.
FINAL DESIGN
FINAL DESIGN
FINAL DESIGN
The complete experience
The complete experience
The complete experience
Desktop
Tablet
Mobile
Desktop
Tablet
Mobile
Desktop
Tablet
Mobile
The triple fix
The triple fix
The triple fix
Hierarchy & navigation
Hierarchy & navigation
Hierarchy & navigation
Restructured the Careers Hub into four focused pages with clear entry points and intuitive headings, reducing friction and guiding applicants in finding relevant roles.
Restructured the Careers Hub into four focused pages with clear entry points and intuitive headings, reducing friction and guiding applicants in finding relevant roles.
Restructured the Careers Hub into four focused pages with clear entry points and intuitive headings, reducing friction and guiding applicants in finding relevant roles.
Building trust and authenticity
Building trust and authenticity
Building trust and authenticity
Highlighted hiring processes, perks, employee stats, growth signals, and milestones to build transparency and confidence in Porter as a people-first employer.
Highlighted hiring processes, perks, employee stats, growth signals, and milestones to build transparency and confidence in Porter as a people-first employer.
Highlighted hiring processes, perks, employee stats, growth signals, and milestones to build transparency and confidence in Porter as a people-first employer.
Visual storytelling
Visual storytelling
Visual storytelling
Used bold typography, playful patterns, intimate photography, and crew-inspired artifacts to reflect Porter’s personality, humanize the brand, and make the experience memorable.
Used bold typography, playful patterns, intimate photography, and crew-inspired artifacts to reflect Porter’s personality, humanize the brand, and make the experience memorable.
Used bold typography, playful patterns, intimate photography, and crew-inspired artifacts to reflect Porter’s personality, humanize the brand, and make the experience memorable.
REFLECTION
REFLECTION
REFLECTION
What we heard, what I learned
What we heard, what I learned
What we heard, what I learned
The Careers Hub gave me the chance to act as a true design advisor - navigating technical constraints, advocating for WCAG 2.2 compliance, and pushing for a custom, authentic tone within a component library. Through iterative testing, workshops, and stakeholder collaboration, I used insights to guide design decisions, build consensus, and align multiple teams toward a cohesive, human-centred experience. This project strengthened my ability to influence outcomes, balance creativity with practicality, and lead cross-functional initiatives, deepening my understanding of design as a strategic, advisory function that drives both user impact and business goals.
The launch of the Careers Hub was met with enthusiastic praise from stakeholders across the company. Leadership and cross-functional teams highlighted the site as a major upgrade, celebrating its clarity, storytelling, and overall impact on recruiting efforts.
The Careers Hub gave me the chance to act as a true design advisor - navigating technical constraints, advocating for WCAG 2.2 compliance, and pushing for a custom, authentic tone within a component library. Through iterative testing, workshops, and stakeholder collaboration, I used insights to guide design decisions, build consensus, and align multiple teams toward a cohesive, human-centred experience. This project strengthened my ability to influence outcomes, balance creativity with practicality, and lead cross-functional initiatives, deepening my understanding of design as a strategic, advisory function that drives both user impact and business goals.
The launch of the Careers Hub was met with enthusiastic praise from stakeholders across the company. Leadership and cross-functional teams highlighted the site as a major upgrade, celebrating its clarity, storytelling, and overall impact on recruiting efforts.
The Careers Hub gave me the chance to act as a true design advisor - navigating technical constraints, advocating for WCAG 2.2 compliance, and pushing for a custom, authentic tone within a component library. Through iterative testing, workshops, and stakeholder collaboration, I used insights to guide design decisions, build consensus, and align multiple teams toward a cohesive, human-centred experience. This project strengthened my ability to influence outcomes, balance creativity with practicality, and lead cross-functional initiatives, deepening my understanding of design as a strategic, advisory function that drives both user impact and business goals.
The launch of the Careers Hub was met with enthusiastic praise from stakeholders across the company. Leadership and cross-functional teams highlighted the site as a major upgrade, celebrating its clarity, storytelling, and overall impact on recruiting efforts.
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Let's work together
Let's work together
©
2026
Rhea D'Souza
Living, playing and creating in Toronto, Canada
Let's work together
Let's work together
©
2026
2026
Rhea D'Souza
Living, playing and creating in Toronto, Canada